In the UK, on the other hand, guys’ beauty routines are much more natural. Often literally so. “Natural products in male grooming offer significant benefits,” says Chris Barron, GM for Unilever’s personal care business. “Consumers are increasingly scrutinising ingredients and brand sustainability. They demand products that feature natural, sustainably sourced ingredients, often in more sustainable packaging formats, such as refillables, that align with their values and build confidence.”